Wednesday, June 19th, 2019 | 5 min read
If you wish you were lounging and learning at the Cannes Lions International Festival of Creativity right now, you’re not alone. That said, while we can’t teleport you to the French Riviera, we can keep you plugged into the insights that are driving this year’s event.
Davin Galbraith, Senior Manager, Market Insights at Sprinklr, is our man on the ground this week, providing his observations and analysis as he hits multiple panels per day.
Here are some highlights so far (be warned, they may induce a serious case of FOMO).
We’ve always been taught to “show, don’t tell,” in writing. Therefore, it makes sense that the foundation of storytelling was due for an update. Rather than simply explaining an idea, leaders are encouraging brands to get active and create more experiences.
“Gen Z is not interested in storytelling, they want storyliving,” Samsung’s Global CMO YoungHee Lee said on a panel. Lee asserted that technology needs to meet people where they are and let its successes tell the story, rather than the brand.
Puma’s Global Director of Brand and Marketing Adam Petrick echoed this belief, and spoke under the backdrop of “Story Doing” at Cannes Lions along with renowned hip-hop artist Big Sean.
“At the end of the day, we don’t own the brand. The consumer owns the brand,” Petrick said. This follows the narrative that customer experience is the story, rather than a talking point.
“Seeing people in all their humanity is critical,” said Diageo CMO Syl Saller. She said that brands need to look beyond seeing people as “consumers,” and embrace technology that allows them to really listen to what people are saying, and better understand their wants and needs.
“CMOs need to make the compelling case to the CFO/CTO that this technology is benefit-led,” she continued. “If you don’t embrace the technology, you will not be able to keep up with change.”
The idea centers on listening to everything your customer is saying – especially if it’s something you don’t want to hear. This is the secret sauce to building new products and experiences that solve problems and make life better for everyone.
Industry leading payment processing companies also shared ideas for companies looking to create more experiential branding. Both Visa and Mastercard discussed the role of new signature sounds in creating a multisensory experience.
Mastercard CMO Raja Rajammanar, who spoke at Cannes, has led the effort to establish a sonic brand that follows its recently simplified logo. The resulting melody can be heard during Mastercard ads and at the point of sale when someone uses a card.
Much like the familiar sound of a Pringles can popping open, or the bubbly fizz of a soft drink being poured, sounds play an at-times underrated role in how we perceive brands and products. By recognizing this sensory opportunity, companies can continue to build new connections with audiences.
While we all appreciate the shared wisdom of industry leaders, it’s not the same as actually being on-site at the Festival (yes Davin, we’re jealous). To ease the sting just a bit, here’s a game of buzzword Bingo to remind us that the main themes at Cannes are the same topics we’ve been following at home, anyway.
So, check out all the Keanu Reeves memes you want, and rest assured that you’re not missing much anyway… aside from French beaches, your favorite influential executives gathered in one place, and the much-awaited release of Forbes’ list of The World’s 50 Most Influential CMOs 2019.
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